Projective Test - Uses in Marketing

Uses in Marketing

Projective techniques, including TATs, are used in qualitative marketing research, for example to help identify potential associations between brand images and the emotions they may provoke. In advertising, projective tests are used to evaluate responses to advertisements. The tests have also been used in management to assess achievement motivation and other drives, in sociology to assess the adoption of innovations, and in anthropology to study cultural meaning. The application of responses is different in these disciplines than in psychology, because the responses of multiple respondents are grouped together for analysis by the organisation commissioning the research, rather than interpreting the meaning of the responses given by a single subject.